# Citizen-Centered City Brands Parisleaf's Gainesville, Florida, Branding is Intentionally Invisible By Joey Haar | Published 2018-02-22 | World Source: Trend Hunter, https://www.trendhunter.com/trends/parisleaf References: [fastcodesign](https://www.fastcodesign.com/90161411/why-this-florida-city-is-debranding-itself?partner=feedburner&utm_source=feedly&utm_medium=feed&utm_campaign=feedburner+fastcodesign&utm_content=feedburner) & [parisleaf](https://parisleaf.com/work/citizen-centered-gainesville) As opposed to corporations, people don't often think of cities as entities with brand identities, and Gainesville, Florida, has recently undergone a rebranding — headed up by local design studio Parisleaf — that recognizes that association. Ideally, cities should be civic institutions that serve their citizens, and such an organization shouldn't need flashy branding, so Parisleaf obliged by forgoing any traditional brand symbols and focusing on people. Even if you don't realize it immediately, you're likely aware of many cities' brands. New York City has a blocky, dense typographic logo, and many cities make use of their local landmarks in their branding and logos. Gainesville's theory was that their city should be completely citizen-centered, which included the way that it was branded. This meant eschewing traditional brand icons altogether, instead using a simple, common font and focusing on images and messages that forefront people. ## Trend Insights (Trend Hunter) - Score: 0.4/10 - Popularity: 3% | Activity: 2% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Regional](https://www.trendhunter.com/regional) ## Key Themes ### Why This Trend Is Growing - **Citizen-centered Branding:** Opportunity for cities to prioritize their citizens by rebranding with a focus on people and community instead of traditional brand symbols. - **Invisible Branding:** Opportunity to create a brand identity that is intentionally subtle and doesn't rely on flashy logos or symbols. - **Localized Branding:** Opportunity for cities to incorporate their unique local culture and landmarks into their branding strategies. ### Industries Being Reshaped - **City Planning and Development:** Opportunity for city planning professionals to consider citizen-centered branding and design in their development projects. - **Graphic Design and Branding:** Opportunity for graphic design professionals to explore the concept of invisible branding and find innovative ways to create subtle yet impactful brand identities. - **Tourism and Destination Marketing:** Opportunity for tourism industries to promote cities with localized branding strategies that highlight the unique attractions and experiences of the locale. ## Related on Trend Hunter - [Revamped Museum Brand Identities](https://www.trendhunter.com/trends/the-brooklyn-museums.md) - [Accessible Brand Design Tools](https://www.trendhunter.com/trends/good-enough-logos.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Modernized Corporate Identities](https://www.trendhunter.com/trends/corporate-identity.md) - [Art-Promoting Campaigns](https://www.trendhunter.com/trends/beige-billboards.md) - [Purposeful Brand Transformations](https://www.trendhunter.com/trends/brand-identity-1.md) - [Orange Branding Updates](https://www.trendhunter.com/trends/minute-maid-1.md) - [Curated Discovery-Forward Rebranding Strategies](https://www.trendhunter.com/trends/curated-discovery.md) - [Alcohol Brand Rebrands](https://www.trendhunter.com/trends/edinburgh-gin-redesign.md)